Publicis Media Bags L’Oréal UK and Ireland’s £220m Media Account
Publicis Media has taken over L’Oréal UK and Ireland’s media planning and buying account after a competitive pitch process. Essence Mediacom X, a media agency that specializes in handling conflicting accounts, has lost one of its largest clients. This occurs concurrently with Essence Mediacom’s repatch of Sky, another significant client.
Publicis Media wins L’Oréal UK and Ireland media account
The incumbent Essence Mediacom X and MG OMD were involved in the three-way shootout. It’s a big loss for Essence Mediacom because L’Oréal UK and Ireland are estimated to spend £220 million a year on advertising. Even though the agency is still the biggest in the UK, the loss raises more questions about how well the larger Mediacom and digital specialist Essence combined.
Publicis Media is reported to have a dedicated unit serving the French cosmetics giant; the multinational company participated in the pitch process as an umbrella network rather than as a single agency.
The move raises concerns
The parent company of EssenceMediacom, WPP, has previously acknowledged difficulties streamlining its media agency structure. The future of EssenceMediacom and the larger WPP media environment is called into question by this.
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